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Andre Mitchell

Luxury Sales

Boyds Philadelphia

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The founders of Bias, Phoenixville natives Maurice and Andre Mitchell, are also brothers and held a grand opening March 6-7.Upon graduation with a B.S. in fashion merchadising, Andre worked for Purma M. Dalton Couture as director of sales and marketing.In the summer of 1999, Andre interned with the creative team at Bergdorf Goodman, which is world renowned for its innovative window displays.Andre recived experience in the art of makeovers as an intern fo Banyan Productions.As a research intern, he screened potential participants for the television show " The Makeover Story."He was also featured in two episodes of "The Makeover Story" as a style consultant.While attending school, Andre co-founded an underground circut of fashion shows called Galleria DI Moda that was designed to give exposure to young fashion designers.In total, Andre has been the creative force behind 14 fashion shows in various locations throughout Philadelphia.Andre is vice president and creative director at Bias.Maurice ispresident and CEO of Bias Inc.He graduated from Morehouse College in 1998 with a B.A. in business administration and concentration in marketing.

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To Maurice and Andre, Bias is more of a lifestyle store that helps women to achieve theie personal and professional goals through dress.

"Some retailers of our products are better than others," says Andre Mitchell, director of sales and marketing for the winery.The winery needed a system that would tie together the different data formats of its wholesalers in a way that could then be analyzed at headquarters.

More Bang for the Buck

The company decided to go with Interrelate Inc., Eden Prairie, Minn., an ASP running the E.piphany application.The decision to use an ASP was based on an analysis of the resources required to run the system on its own.

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An ASP would give us more bang for the buck," says Mitchell.

In an ASP partner, Franciscan was looking for technical competency, forwarding-thinking leadership, strong hardware setup, and good technical support."We have two guys in our IT department so we needed a partner with a high level of technical competency," Mitchell says.

The winery evaluated five ASPs and selected Interrelate.The reasons included the company's central location in the U.S., which helped from a time-zone standpoint.

Plus, "They were the most aggressive in trying to learn about our business.They seemed to understand our requirements well.Every ASP has good technical skills," he says.

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"IT allows us to see the reasons for success in 10 states, which we may be able to apply to other states," Mitchell says.

Whereas in the past the sales force spent three to five days a month formatting data in a way that they could analyze, they now spend an hour downloading reports or drilling through data to find trends and nuances."And now we spend three days a month analyzing the data," Mitchell says."Our sales force is probably more informed about the business than they have ever been."

For instance, the sales force can see holes in the distribution system, where sales deviate from the industry or the competition, and what the causes are.Plus, the system is faster, more accurate, and more reliable than in the past.And now the IT department has more time to dedicate to other projects."So now we are expanding what we are doing with our B2B and B2C sites," according to Mitchell.

Another new effort is to build membership in a wine club, which can be used to provide information to restaurants."In the wine business, this is a big deal," Mitchell says.Over time, more financial and product availability data will be made available on the company's Web site, to enable the sales force to manage their business more effectively from the field.

In terms of lessons learned, Mitchell says he underestimated the amount of memory and computer horsepower needed to successfully host the system."Our experience with Interrelate has been very good.We dealt with a couple of companies before them and we had a lot of skepticism.But in the last six to nine months, we have become ASP believers."

On the Horizon

The future will place emphasis on the science side of marketing, which should lead to a more "fact-based" approach on the artistic side of marketing.

The two brothers, Andre Mitchell, 24, and Maurice Mitchell, 27, have invested about $100,000 to convert a former body therapy shop into the women's clothing boutique.

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Earlier this week, a video fashion shoot with three models and clothing from Bias was scheduled at Club Denim in Philadelphia, said Andre Mitchell. "Bias is a fashion term," said Andre Mitchell."But we liked it for the second meaning also.""We grew up in the church.

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After graduating from Phoenixville High School in 1997, Andre Mitchell earned a fashion merchandising degree at Philadelphia University in 2001.While studying at the textile design school, he produced several freelance fashion shows under the company name of Galleria di Moda. Andre Mitchell decorated window and interior displays at Bergdorfs and was an assistant researcher at Banyan Productions in Philadelphia for two collegiate internships.He worked as the director of sales and marketing at Purma M. Dalton in Philadelphia in 2001 and early 2002.His older brother graduated from Phoenixville High School in 1993, earned a degree in business administration at Moorehouse College and started working for Procter & Gamble in 1999.He was an account manager who supervised sales to Associated Wholesalers and later K-Mart Corp.

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"I've never run into problems with being mixed race," said Andre Mitchell."I've never had any problems.We have never been discriminated against, in business or otherwise."

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I agree to the Terms of Service and Privacy Policy. I understand that I will receive a subscription to ZoomInfo Community Edition at no charge in exchange for downloading and installing the ZoomInfo Contact Contributor utility which, among other features, involves sharing my business contacts as well as headers and signature blocks from emails that I receive.